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Does cause congruence affect how different corporate associations influence consumer responses to cause-related marketing?

Author

Listed:
  • Rong Chen

    (School of Economics and Management, Tsinghua University, P. R. China)

  • Song Su

    (School of Economics and Business Administration, Beijing Normal University, P. R. China)

  • Feng He

    (Dongling School of Economics and Management, University of Science & Technology Beijing, P. R. China)

Abstract

This paper investigates how different corporate associations may influence consumer evaluations and purchase intention in response to cause-related marketing (CRM) and whether this impact is contingent on congruence between the cause and the company. Our experimental study, based on 660 participants, reveals that both corporate ability association and corporate social responsibility association may enhance product evaluation; this effect is mediated through company and CRM campaign evaluations. The study also reveals how these evaluations relate to purchase intention. Furthermore, by identifying the interplay between corporate associations and cause congruence, the study’s results suggest that incongruent causes are preferable for companies more strongly associated with corporate ability, whereas congruent causes are preferable for companies more strongly associated with social responsibility.

Suggested Citation

  • Rong Chen & Song Su & Feng He, 2014. "Does cause congruence affect how different corporate associations influence consumer responses to cause-related marketing?," Australian Journal of Management, Australian School of Business, vol. 39(2), pages 191-206, May.
    • Handle: RePEc:sae:ausman:v:39:y:2014:i:2:p:191-206
    DOI: 10.1177/0312896213502992
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    References listed on IDEAS

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    1. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    2. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    3. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
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    Cited by:

    1. Cammie Hensley & Sonali Diddi & Karen Hyllegard, 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth," Social Sciences, MDPI, vol. 8(8), pages 1-20, August.
    2. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.

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